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PRIORITIZING STAFF TRAINING

IS YOUR STAFF READY TO HELP THE NEW CONTACT LENS CUSTOMER?

CONTACT LENS patients are considered the most valuable in terms of ongoing revenue, and your staff plays a big role in retaining these patients. If properly trained by the practice owner, they can spot opportunities to offer new technology, advanced services and educate to improve user experience and compliance.

1 ABO – ALWAYS BE OFFERING

Never underestimate when a patient may want to try contact lenses. People are motivated to try new things at different times in their lives, from a bride wanting to be spectacle-free on her big day to a teen who recently joined the football team. A great place to start a discussion is during the pre-exam.

Sample script: “Mrs. Smith, I see by your chart you haven’t purchased contact lenses with us before. Based on your needs and busy lifestyle, you would be a great candidate for daily disposable contact lenses. They are great for casual or full-time wear, with the added convenience of no solutions or maintenance. You put in a fresh pair every time!”

2 ABE – ALWAYS BE EDUCATING

Discomfort is one of the biggest factors leading to dropout. To keep current contact lens wearers in their lenses — and to encourage dropouts to give contact lenses another try — you must educate them on the different options available, and to see whether a new material or modality would be a better fit.

Sample script: “Mrs. Smith, I’m sorry to hear your old contact lenses irritated your eyes. There have been many advancements since the last time you tried contact lenses, and if you could provide me with more detail about your experience, I’m confident we can find a contact lens that will address your visual needs.”

3 ABU – ALWAYS BE UPGRADING

“New” and “enhanced” are powerful words when talking about products. Consumers want the latest and greatest, so don’t assume patients are content to stay with the contact lens they are currently wearing.

Here are a few upgrades that should always be offered: Daily disposables and color-enhancing lenses as a new everyday lens or as casual wear; toric lenses if the patient is astigmatic and cylinder is -/+ 0.75 or higher; and multifocal lenses to patients aged 40 and older to accommodate changing vision.

4 ABR – ALWAYS BE REMINDING

Contact lens care and maintenance greatly affects the comfort and overall wearing experience. Poor hygiene, inadequate lens care, improper cleaning/replacing of lens storage cases and not adhering to the recommended replacement schedule are the common noncompliant behaviors in lens wearers. Staff should be taught to review and remind patients of ongoing proper care and recommended wearing schedule, as well as the importance of yearly checkups.

Sample script: “Mrs. Smith, thank you for purchasing an annual supply of contact lenses. Our office has created a handout that outlines proper use and care instructions for your new lenses. Also, we look forward to seeing you yearly for regular ocular surface and eye health exam so your optometrist can ensure you are always seeing your best. Would you like to book that appointment now?”

5 ABA – ALWAYS BE ASKING

All practice staff should be trained to start contact lens conversations. Something as simple as “Are you interested in contact lenses?” or “Are you aware we carry one-day and two-week contact lenses in stock for you to take home today?” can open the door to contact lens sales.

TRAIN YOUR TEAM

It takes a team to properly care for the new contact lens consumer. Taking the time to train your staff to start contact lens discussions will result in higher patient retention and conversion. OM

TRUDI CHAREST, R.O., A.B.O., is the president and trainer for Total Focus Training & Consulting and president and founder of Jobs4Ecps.ca, an online eyecare job site. Visit tinyurl.com/OMcomment to comment on this article.